评价企业营销力的一个新方法

A New Way to Evaluate Extensive Marketing Power

市场的可拓性关系着企业市场营销工作的效率和效果,可拓营销力是企业在市场竞争过程中通过营销活动形成的获得消费者认同的能力。这种认同可能会直接带来销售额、利润,也有可能只是使消费者产生了对企业或者产品、品牌的兴趣,但是一定会为未来的企业销售活动打好良好的商誉基础。企业可拓营销力在企业发展中具有重要作用,文章基于企业营销活动的市场影响力讨论了企业可拓营销力指数,并为其科学评价提供了一个新的方法。

The extensive marketing power is the ability _of obtaining the consumers＇ approval during the course of market competition. This kind of approval may directly bring the sales volume, the profit, or just cause the consumer＇s interest to the enterprise or the product, the brand, but certainly will be able to build the good foundation for the enterprise＇s future. This paper puts forward a new method to evaluate this important power, so as to make a relatively scientific way to help raising enterprise＇s influencing power in market.